Consumers' Comprehension of the EU Energy Label for Washing Machines

Abstract

Energy Labels are an instrument supporting on-going market transformation towards higher energy efficiency by motivating consumers to select more energy-efficient products. Since the purchase decision can be influenced by the consumers' understanding of the Energy Label, this paper addresses the clarity of the Energy Label of washing machines from a consumer's point of view, and their expectations and wishes concerning a future Energy Label. Information on consumers' opinions/expectations regarding the Energy Label was collected by a semi representative survey in eleven European countries in 2015. The main outcome of the study is that consumers are generally familiar with the symbols on the Energy Label, but they do not know this information belongs to which programme. They believe that a washing machine with the highest Energy efficiency class available on the market can help make savings on energy and water in all its programmes. Finally, the study suggests which modifications need to be applied to the current version of the Energy Label to improve its effectiveness.